Brochure websites merely show information, but never provide a way to capture intent. Does your site do that?
Now that you have all that content, you need to actually use it to help capture that person online. There are two ways:
- Have your phone number on every page.
- Have a call to action (link or button) that asks the reader where they are going and how you can help them.
Notice we did not say “Contact Us”.
Here’s what you should capture, specifically in order:
- Where are you going (should be pre-filled)?
- When are you going?
- Tell us more about your trip (notes).
- Your name, email and phone number.
Studies show that people will fill in those three pieces of information first, then add their personal information last, because they’ve invested time into talking about their problem.
Resist the impulse to ask for more information. No one likes to fill out a hundred fields online or on their phone.
When they finish, send them to a page thanking them for their business and let them know that you will be contacting them within 24 hours (more time and the lead gets stale).
Of course, your website software should send a notification to you immediately once the customer has finished filling out the lead form.
Additionally your website software should at a minimum do some rudimentary tracking, so you know how they visited your site, whats their location and which pages they visited before filling in the form.
Leads get stale quickly - often within an hour of when the customer submitted the info.